When it’s about more than medals

Brief

To create an integrated, digital-first global campaign that leveraged the power of the 2020* (21) Olympic games that connect Gen Z to the Levi’s® brand globally.

The Work

To appeal in a credible way to a Gen Z audience and reinforce Levi’s® commitment to authentic self expression, the ‘More than Medals’ global campaign was developed, leveraging the inclusion of new alternative sports of BMX and skateboarding in the Olympics. Skating & BMX are more than just sports, they are intertwined with alternative culture. The athletes featured in the campaign are both known for their artistic flair & spirit, and are highly influential within their own subcultures as well as to a mass Gen Z audience.